Wines of Argentina refreshes leadership team
Lucas Löwi has been named president of Wines of Argentina, with Sofía Pescarmona appointed vice-president as the organisation renews its board for the 2026–2028 term.
Wines of Argentina has renewed its Board of Directors for the 2026–2028 period following its Ordinary General Assembly, appointing Lucas Löwi of Bodega Terrazas de los Andes as president and Sofía Pescarmona of Bodega Lagarde as vice-president.
The trade body, which has promoted Argentine wine internationally since 1993, said the leadership change marks a new phase focused on strengthening Argentina’s position as a premium wine-producing country in global markets.
The newly appointed board will continue the strategic roadmap introduced in 2024, with a focus on increasing Argentine wine’s presence in key export markets including the United States, Brazil, Canada, Europe and Asia.
According to the organisation, activity across these markets will include programmes spanning commercial opportunities, trade engagement, educational initiatives and consumer-facing campaigns. These efforts are intended to raise awareness of Argentina’s wine regions, styles, sustainability credentials and premium positioning, with the long-term ambition of tripling market share by 2030.
Continuing ‘The Wine for Now’
The strategy also remains aligned with “The Wine for Now”, Wines of Argentina’s communications platform launched in 2025.
The campaign was developed to strengthen Argentina’s appeal among contemporary wine drinkers and reach new audiences globally. Wines of Argentina said the platform takes a more personal and modern approach to promoting Argentine wine, with identity, closeness and personalisation positioned as central themes.
The initiative is designed to present Argentine wine as approachable, versatile and authentic while reinforcing its premium credentials in international markets.
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In parallel, Red Sustenta Vitis, Wines of Argentina’s sustainability programme funded by the European Union, will continue as a key platform supporting innovation, responsible viticulture and international competitiveness.
New leadership team
Commenting on his appointment, Löwi said: “We take on this challenge alongside Sofía, the Committee, and this new Board, with a vision to strengthen the synergy among our member wineries. Backed by the technical capacity of the WofA team, we are committed to deepening professional management, where market intelligence serves as a direct bridge to profitability and long-term competitiveness for Argentine wine. We aim to consolidate an agile institution that not only responds to global trends but anticipates them to secure the long-term prestige of our industry.”
Pescarmona added: “It is an honor for me to take on this new role at Wines of Argentina. I deeply believe in the value of collective work to continue strengthening Argentina’s presence in the world through our identity, our landscapes, and the quality of the people who make our wines possible.”
Wines of Argentina said its renewed board reflects the continued evolution of the country’s wine sector, bringing together winery owners, chief executives and next-generation leaders from across Argentina’s main wine-producing regions.
The organisation said the appointments are intended to ensure broad representation across different winery sizes, regions and business models, while supporting a forward-looking vision for Argentine wine globally.
Founded in 1993, Wines of Argentina is responsible for promoting the “Vino Argentino” brand internationally and positioning Argentina among the world’s leading wine-exporting countries.
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